Campaign details
Brand: HeinekenBrand owner: HeinekenEntrant company: Publicis MilanIdea creation: Publicis Italy, MilanMarket: GlobalSector: Beer & ciderMedia channels: Direct marketing, Events & experiential, Newspapers, Online video, Outdoor, out-of-home, Point of purchase, in-store, Product sampling, Public relations, Social media, Sponsorship - media, Sponsorship - sports, TelevisionBudget: Over 20 million
Executive summary
This is the story of Heineken 0.0.
Non-alcoholic beer was conventionally the inadequate sibling of beer but Heineken took it to a place that was populist and positive.
It positioned 0.0 as beer with added...